3 PPC Secrets for SaaS Marketers

Software as a Service (SaaS) definitely works great when it comes to keeping clients satisfied. However, in order to keep clients happy you need to obtain them first. So, as a SaaS marketer, this is where you generally turn to pay-per-click (PPC) services. However, before delving into PPC secrets, it’s worth discussing exactly why these services are so important for SaaS businesses.

Now, the most important thing to keep in mind is that PPC services are all about acquiring new clients for your business. After all, when most people have a problem they go on Google and try to find a solution. This way, if the search parameters are relevant, they’ll find an ad for your business at the top of the results.

However, getting potential clients interested is all about proper PPC etiquette. Here are some PPC secrets that are sure to help you out:

1. Don’t come off as pushy

Coming on too strong is never a good idea when dealing with potential clients. Keep in mind that they are looking for a solution, so trying to get them buying straight away without offering any relevant information will just result in them leaving and not returning.

One of the best PPC secrets out there is to build brand recognition by offering potential customers free useful information. Whether it is in the form of e-books, templates or white papers, that information will serve to build trust with people. This way, you won’t have to worry about overselling the services.

Another thing to keep in mind is to only use keywords that are relevant for your clients’ problems and to ensure that your ads address each type of problem. Thus, potential customers will be directed to the solution (i.e. your content) where they’ll offer their contact details in exchange for it, provided it suits their needs.

2. One of the most important PPC secrets has to do with remarketing

But how does remarketing help out any SaaS business? Well, these types of services are definitely centered around long-cycle sales, and remarketing works great for that category. Keep in mind that in such situations you can go with one of two options: You can use ad networks that automatically target recent visitors and ensure they see your ads, or you can visit other websites from your market niche that you think your visitors browse and buy ad space over there.

It might sound weird, but it’s actually pretty successful. Think of it as a reminder that ensures your potential clients don’t forget about the solutions you can offer. Plus, this method is pretty cost-efficient too.

This is where our software will really come through for you, since it will provide you with all the information you need to know about your customers. Also, you will be able to see the exact source from where each customer came, thus you’ll be able to focus your ad campaign on the online sources that seem the most successful.

3. Always test your ads

Why do you need to do this? Put simply, it’s a way of ensuring you are not marketing your services to the wrong crowd. Not only this, but it will also improve the efficiency of your ads. So how do you do this? Simple:

First you need to go to your AdWords Campaign’s “Settings”->“Advanced Settings”->“Ad Delivery” section. There, you need to make sure that the ads are either rotating indefinitely or evenly. This ensures your ads are displayed in a consistent manner.

Next you need to look at the data. If the ads have not collected over 30-40 clicks, then you need to give them more time. If they have, then it’s time to make changes.

Finally, you have to copy the ad you’ll change and pause it. This way, you won’t lose valuable data. Afterwards, you can start optimizing the duplicate.

Further improving your success

When it comes to marketing success, it’s not all about PPC secrets. It’s also about begin able to properly manage all your data, which is exactly what our software helps you do. Not only will you get access to advanced segmentation features, but you’ll also have relevant customer profiles built that will help you out in the long run.

So what are you waiting for? Start your demo today and you’ll never regret it!

Key Performance Indicators That Are Important for Every Manager

Key Performance Indicators (KPIs) are important metrics that every company should use in order to measure its performance and increase its growth.

Even though KPIs are vital, it’s also important to choose the right ones to measure, instead of just copying what everyone else is doing. Every business is unique, so choosing the KPIs starts with the strategic plan. The KPIs we’re going to present in this article are to be taken into consideration, but keep in mind to only choose the ones that fit your goals.

The first step is understanding them.

Key Performance Indicators that give you insights about your customers’ behavior

  • Conversion rate This is a metric that tells you what percent of your website’s visitors become actual customers. If you have a lot of visitors and a low conversion rate, then you need to find out what the problem is.
  • Customer retention rate It tells you if you have loyal customers or not. These are the people who are sure to come back for more because they were pleased with the experience they had with your company.
  • Net promoter score This also reflects whether or not customers had a great experience with your company. Moreover, it tells you if said customers are willing to recommend you to their friends.
  • Customer profitability score It’s good to acknowledge this metric because it shows you how much profit each customer brings you after you cut out all the costs you’ve put into attracting, converting and keeping them.
  • Average revenue per customer The average revenue shows you how much money your customers generated during a given period of time.
  • Customer lifetime value It is the net profit you make out of a customer for the entire time they’ve been buying your products/using your services.

customers dashboard on UnityReports

Measuring the financial performance of your company

  • Return on investment (ROI) This shows you how much revenue you generate based on the investments you make in the company.
  • Net profit It’s the profit your company makes after all the expenses have been deducted.
  • Revenue growth rate It measures how quickly your company is growing in terms of income.
  • Current ratio This metric will tell you whether or not your business is capable of paying its bills. By constantly monitoring it, you will be able to spot any cash flow problems.

Measuring your marketing efforts

  • Search Engine Rankings (using keywords) and click-through rate – It’s important to have your company’s website optimized with keywords (preferably long tail), so that people will find it on Google search results and also click on it.
  • Page Views and Bounce Rate – It’s great to have a lot of visitors, but at the same time it’s not so good if you have a high bounce rate. It means that your visitors don’t spend too much time on your website and that you need to find out why.
  • Market share It defines the percentage of the market (in terms of revenue) that is attributed to a certain company. If your percentage is not that high, then you need to work on increasing your revenue through marketing efforts.

Track, measure, adjust, repeat

Key performance indicators are a gold mine for your business. These metrics will tell you what’s not working for your business and what aspects you need to improve.

Depending on your company’s objectives, you need to track those that are the most important for your business, since not every objective will require your attention.

As you’ve seen in the printscreen above, with Unity Reports you’re able to track the behavior of your customers, as well as their history with your company. If you want to see how it works and start measuring your business today, you can test out our fully featured demo.

Start measuring your business’s most important key performance indicators right now!

What You Can Do to Improve Your Website’s Conversion Rate

Determining your audience to perform a desired action requires more small tweaks than major changes. In order to raise your conversion rate and consequently your sales, you need to focus on the details. The only real problem comes in determining if the changes you make are in the right direction.

The most effective solutions have proven to be A/B testing, setting up a sales funnel and focusing on clear customer profiles. Driving this method with clear data will bring your company one step closer to success.

Why focus on Conversion Rates in the first place ?

You will always want your audience to do something. It might be a simple action as entering the product description page, downloading a file or answering a survey. You want this because you know it will bring them closer to becoming your client. The percentage of prospective customers who take that specific action is the conversion rate.


Convincing more individuals to take that next step means that your sales process is more efficient. In return, your cost of acquiring new clients will decrease and, for once, more traffic to your website will actually mean more products will be sold. But how can you make your conversion rate go up ?

A/B testing

When you need to make a decision regarding which one of two elements is more actionable, don’t go with your gut instinct. Base the decision on data. You can create two separate pages, the A version with the first element and the B version with the second one. When visitors will access the link they will see one version at random. This results in information that allows you to see which design or message is more effective when it comes to convincing people.

When using this A/B testing method you need to keep a few principles in mind:

  • Focus on one change at a time.
  • Make a clear difference between the A and B versions.
  • Measure the conversion rate.

If you want to keep track of what is actually happening during the process, then UnityReports can help you out. Knowing how clear indicators are doing every time helps you make better decisions.

Consolidate a Sales Funnel

You’re asking your customers to buy from you, but that is not always the right approach. Most visitors come to your website for information. Asking them to buy too soon might make them never buy at all.

Understanding that selling is not a one-time event, but rather a process, is vital. The sales funnel helps you keep track of where your visitors are in the selling process. People who come to your website for the first time are at the top of the funnel. They need to get to know more about your brand and gain trust in what you have to offer in order to get to the middle and bottom of the funnel. There, the conversion rates will rise, as will the number of clients.

Using Customer Profiles

Knowing who you are selling to is also very important. Customer Profiles help you identify groups of clients and find ways to better answer their needs and problems. Based on this information, you can create a better online strategy with clear measurements of success.


UnityReports is a great option when it comes to creating customer profiles that will help your conversion rate rise. Try the Demo today to get a clear idea of how your business can improve if you have the right data.

Your business’s success

Many business owner feel that focusing on their website doesn’t bring clear financial results. But, as we have pointed out, taking decision based on data and getting to understand your customers are the first tasks you can do to improve your conversion rate. This means more clients, not just more traffic.